In an effort to accelerate awareness of its brand globally, Balkrishna Industries Ltd (BKT), one of India's leading manufacturers of off-highway tyres, has become the 'Official Global Partner' of LaLiga. 

LaLiga (Liga de Fútbol Profesional) is a sports association comprising the 42 teams that make up the first and second divisions of professional football in Spain. LaLiga, based in Madrid, is responsible for the LaLiga Santander and LaLiga SmartBank leagues and the television production, which in the 2018/19 season reached more than 2.7 billion people globally.The partnership takes immediate effect and will run for three years.

At a local level, Spain is a major strategic market for BKT in Europe, especially in the farming sector.

"LaLiga stands for excellence and is a synonym for football with a capital ‘F’,” said Rajiv Poddar, Joint Managing Director of BKT. “From today on, we are following a new marketing initiative within the Spanish football world. LaLiga is a brand of unquestionable value. We can strengthen the bond between BKT and the world of sport, and above all the football world with both its rules and dynamics that we find fully in line with our own values, along with determination and the uncompromising wish to win."

Jose Antonio Cachaza, Managing Director, LaLiga India said, “We are excited to be welcoming BKT, a brand that share the same values as LaLiga, as our partner for the next three years. I’m sure that, together, we’ll be able to bring LaLiga closer to our fans over the world while our brands keep growing internationally.”

Commenting on the new partnership, Diego Forlan, LaLiga Ambassador, said, “India is extremely passionate about football and has high potential to become stronger in global football. It is good to see an Indian brand like BKT join hands with LaLiga to build more awareness.”

Global sporting partner
By becoming the official global partner of LaLiga, BKT has expanded the number of sporting events that it has been actively supporting worldwide. These include the 2014-agreement with the Monster Jam circuit, the American motorsport show where giant monster trucks shod with BKT tyres perform astonishing stunts; and the sponsorship agreement with Lega Nazionale Professionisti B, the governing body of the Italian second league championship, which was undertaken last year being effective till June 2021, and which has changed its name into 'Serie BKT'.